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Pengaruh Electronic Word Of Mouth, Brand Image Terhadap Minat Beli Produk Iphone Dengan Brand Trust Sebagai Variabel Intervening (Studi Kasus Pada Mahasiswa Manajemen Angkatan Tahun 2019 Universitas Muhammadiyah Metro) Sri Agustinah; Fitriani; Durotun Nasikah
Jurnal Manajemen DIVERSIFIKASI Vol. 5 No. 1 (2025): Maret
Publisher : Universitas Muhammadiyah Metro

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24127/diversifikasi.v5i1.4418

Based on a report by the International Data Corporation (IDC), which published the company's latest report regarding the smartphone market in Indonesia for the fourth quarter of 2021, there are 5 smartphone brands with the highest market share in Indonesia in 2021 and iPhone is not included in the top 5. The aim is to find out whether the eWOM and Brand Image variables can have a direct effect on Brand Trust, to find out whether eWOM and Brand Image can have a direct effect on Buying Intention, to find out whether Brand Trust can have a direct effect on Buying Intention. This research uses a type of quantitative research method. The sampling technique uses the Accidental Sampling technique. Subjects who were interviewed as respondents were management students of the 2019 batch of Muhammadiyah Metro University who were found randomly. The data collection technique uses a questionnaire and literature study. and data analysis using validity test, reliability test, normality test, homogeneity test, linearity test and regression significance, and path analysis. The results of this study partially show that eWOM and Brand Image have a positive effect on Brand Trust. that eWOM and Brand Image have a positive effect on Purchase Intention, Brand Trust has a positive and significant effect on Purchase intention.

Pengaruh Budaya Organisasi, Kompensasi Dan Motivasi Kerja Terhadap Kinerja Karyawan Pada BMT Surya Abadi Riyanto Lampung Tengah Muhammad Khoirul Huda; Fitriani; Durotun Nasikah
Jurnal Manajemen DIVERSIFIKASI Vol. 5 No. 3 (2025): September
Publisher : Universitas Muhammadiyah Metro

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24127/diversifikasi.v5i3.4538

Employee performance can decrease due to poor organizational culture, lack of motivation, and compensation mismatch with workload. This research aims to determine whether there is an influence of organizational culture, compensation and work motivation on employee performance at BMT Surya Abadi Riyanto, Central Lampung. The method used in research is quantitative. The population in the study was all 85 BMT Surya Abadi Riyanto Central Lampung employees. The sample used was 85 people using saturated sampling techniques. Data collection used a questionnaire method given by BMT Surya Abadi employees. Questionnaire scoring uses a Likert scale. The data analysis used in the research is multiple linear regression analysis, t-test, F test, and coefficient of determination. The research results show that there is a significant influence, both simultaneously and partially, between organizational culture, compensation and work motivation on employee performance. Thus it can be concluded that the higher or better the organizational culture, compensation provided, and motivation of employees, the higher the performance achieved by employees.

Pengaruh Faktor Internal Dan Eksternal Terhadap Minat Berwirausaha (Studi Pada Mahasiswa Fakultas Ekonomi dan Bisnis Prodi Manajemen Angkatan 2019) Indah Ayu Lestari; Suwarto; Fitriani
Jurnal Manajemen DIVERSIFIKASI Vol. 5 No. 3 (2025): September
Publisher : Universitas Muhammadiyah Metro

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24127/diversifikasi.v5i3.4637

Due to the low level of student entrepreneurship, the author conducted research to see whatthe actual conditions are regarding interest in entrepreneurship among management studentsclass of 2019. The aim of the research is to determine the influence of internal and externalfactors on interest in entrepreneurship among management students class of 2019. The typeof research used in this research is quantitative research. Quantitative research methods area type of research whose specifications are systematic, planned and clearly structured fromthe start of creating the research design. The research results show that the influence ofinternal factors has a positive and significant effect on entrepreneurial interest. The influenceof external factors has a positive and significant effect on entrepreneurial interest. Theinfluence of internal factors and external factors together has a positive and significant effecton entrep

Pengaruh Kualitas Pelayanan dan Citra Merk Terhadap Loyalitas Konsumen Dengan Kepuasan Konsumen Sebagai Variabel Intervening Pada Resto Pondok 21 Kota Metro Rian Bagas Kara; Fitriani; Nina Lelawati
Jurnal Manajemen DIVERSIFIKASI Vol. 5 No. 2 (2025): Juni
Publisher : Universitas Muhammadiyah Metro

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24127/diversifikasi.v5i2.4674

This study aims to determine the effect of service quality and brand image on consumer loyalty with consumer satisfaction as an intervening variable at Pondok 21 Resto, Metro City. This research is a type of research is quantitative research. The instruments used in this study were questionnaires and observations. The data analysis technique performed is using a path analysis tool. The results of the study show that service quality has a direct effect on consumer loyalty at Pondok 21 Resto, Metro City. Brand image has a direct effect on consumer loyalty at Pondok 21 Resto, Metro City. Service quality has a direct effect on customer satisfaction at Pondok 21 Resto, Metro City. Brand image has a direct effect on customer satisfaction at Pondok 21 Resto, Metro City. Consumer satisfaction has a direct effect on consumer loyalty at Pondok 21 Resto, Metro City.

Analisis Pengaruh Kepercayaan Konsumen, Persepsi Manfaat Dan Persepsi Kemudahan Penggunaan Terhadap Minat Beli Pada Media Sosial Instagram (Studi Kasus Pada Online Shop “Rp” Shop Kota Metro) Fitriani; Bambang Suhada; Lilis Asmara
Jurnal Manajemen DIVERSIFIKASI Vol. 5 No. 4 (2025): Desember
Publisher : Universitas Muhammadiyah Metro

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24127/diversifikasi.v5i4.4722

This research aims to find out whether Consumer Trust, Perception of Benefits andPerception of Ease of Use influence Purchase Intention. A quantitative approach was used inthis research, namely an approach where the data is in the form of numbers or qualitativefigures. The population in this study were active Instagram followers of Rpshop Metro City.Taking the minimum number of research samples is by multiplying the indicators by thenumbers 5 to 10, then the indicators in the existing variables are 16 multiplied by the number5, which is 80 respondents. The data collection technique used was using interviews,documentation and questionnaires. Data analysis used includes validity test, reliability test,normality test, linearity test, homogeneity test and multiple linear regression analysis withthe help of the SPSS version 25.0 application. Consumer Trust, Perception of Benefits andPerception of Ease of Use have a positive and significant influence on Purchase Interest atRp Shop Kota Metro

Pengaruh Komunikasi Pemasaran Terhadap Keputusan Pembelian Dengan Minat Beli Sebagai Variabel Intervening Pada Konsumen Cantika Beautycare Metro Lampung Fitriani; Suwarto; Rini Aprina
Jurnal Manajemen DIVERSIFIKASI Vol. 5 No. 4 (2025): Desember
Publisher : Universitas Muhammadiyah Metro

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24127/diversifikasi.v5i4.4769

the author gives the title of this thesis "The influence of marketing communications on purchasing decisions with purchase interest as an intervening variable among consumers of Beautycare Metro Lampung" The main problem in the research is the fluctuation in the number of visitors to Cantika Beautycare Metro Lampung, however, to maintain its position as one of the superior beauty clinics, Cantika Beauycare must be able to implement the right marketing strategy. This research aims to examine the influence of marketing communications on purchasing decisions with purchase interest as an intervening variable for Cantika Beautycare Metro Lampung consumers. The variables used in this research are marketing communications as an independent variable, purchase interest as an intervening variable and purchasing decisions as a dependent variable. The data source in the research is primary data where the data collection method uses a questionnaire method distributed at Cantika Beautycare Lampung. The number of samples whose data were successfully processed was 50 respondents. The sample selection method used was the simple random sampling method. Where all populations have the same opportunity to be selected as samples. The data analysis technique used is path analysis. The results of hypothesis testing in this research show that marketing communication and purchasing interest have a positive and significant effect on purchasing decisions for Cantika BeautycareMetro Lampung products. And this The main problem in the research is the fluctuation in the number of visitors to Cantika Beautycare Metro Lampung, however, to maintain its position as one of the superior beauty clinics, Cantika Beauycare must be able to implement the right marketing strategy. This research aims to examine the influence of marketing communications on purchasing decisions with purchase interest as an intervening variable for Cantika Beautycare Metro Lampung consumers. The variables used in this research are marketing communications as an independent variable, purchase interest as an intervening variable and purchasing decisions as a dependent variable. The data source in the research is primary data where the data collection method uses a questionnaire method distributed at Cantika Beautycare Lampung. The number of samples whose data were successfully processed was 50 respondents. The sample selection method used was the simple random sampling method. Where all populations have the same opportunity to be selected as samples. The data analysis technique used is path analysis. The results of hypothesis testing in this research show that marketing communication and purchasing interest have a positive and significant effect on purchasing decisions for Cantika BeautycareMetro Lampung products. And this research also explains the direct influence of marketing communications on purchasing decisions and the indirect influence through purchasing interest (as an intervening variable), and the results have a positive and significant effect. Keywords: marketing communications, purchasing interest, and purchasing decisions.research also explains the direct influence of marketing communications on purchasing decisions and the indirect influence through purchasing interest (as an intervening variable), and the results have a positive and significant effect.

Pemanfaatan Platform Digital Shopee Pada Tiktok Dan Brand Awareness Terhadap Keputusan Pembelian Di Shopee (Studi Kasus Komunitas Sepak Bola Didesa Srigading Lampung Timur) Rahmad Saputra; Bambang Suhada; Fitriani
Jurnal Manajemen DIVERSIFIKASI Vol. 5 No. 3 (2025): September
Publisher : Universitas Muhammadiyah Metro

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24127/diversifikasi.v5i3.4857

The rapid progress of information technology today has made changes so quickly. Along with advances in business, internet technology can reach consumers, creating new opportunities for interaction and transactions. This research aims to find out whether the use of the TikTok digital platform and brand awareness influence purchasing decisions on Shopee e-commerce. In this research, researchers used quantitative research. The population in this study were members of the football community in Srigading village, East Lampung with a total of 41 respondents. Based on this research, because the population is not greater than 100 respondents, the author took 100% of the population in the soccer community of Srigading village, East Lampung, namely 41 respondents. The data collection technique used was using interviews and questionnaires. Data analysis used includes validity test, reliability test, normality test, linearity test, homogeneity test and partial test (T test) and simultaneous test (F test) with the help of the SPSS version 25.0 application. There is a positive and significant influence of the Shopee Digital Platform on Tiktok and Brand Awareness on Purchase Decisions on Shopee in the Football Community in Srigading Village, East Lampung.

Pengaruh E-Service Quality, Customer Satisfaction Terhadap Minat Beli Ulang Pada E-Commerce Tokopedia Dengan Behavioural Intention Sebagai Variabel Intervening (Studi Pada Mahasiswa Prodi Manajemen Tahun Akademik 2020 FEB Universitas Muhammadiyah Metro) Yateno; Fitriani; David Eka Saputra
Jurnal Manajemen DIVERSIFIKASI Vol. 5 No. 4 (2025): Desember
Publisher : Universitas Muhammadiyah Metro

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24127/diversifikasi.v5i4.5627

This study aims to find out whether E-Service Quality affects Repurchase Interest inTokopedia E-Commerce. To find out whether Customer Satisfaction affects RepurchaseInterest in Tokopedia E-Commerce. To find out whether Behavioural Intention affectsRepurchase Interest in Tokopedia E-Commerce. To find out whether E-Service Quality,Customer Satisfaction with Repurchase Interest in Tokopedia E-Commerce with BehaviouralIntention has a positive effect as an intervening variable. The sample of this study was 160students of Management Class of 2020 Universitas Muhammadiyah Metro. The data werecollected through questionnaire, then being analyzed by using validity test, reliability test,normality test, linearity test, heteroscedasticity test, multicollinearity test, t test, r test ofdetermination, and Regression Analysis of Mediating Variables with the Causal Step Methodvia the SPSS program, Analysis metode structural. The results showed that there was apositive and significant influence of E-Service Quality, Customer Satisfaction on RepurchaseInterest, there was a positive and significant influence of Service Quality, CustomerSatisfaction on Behavioural Intention and there was a positive and significant influence of E-Service Quality, Customer Satisfaction on Repurchase Interest in the Tokopedia Applicationwith Behavioural Intention as an Intervening Variable

Pengaruh Orientasi Pasar Dan Inovasi Produk Terhadap Keunggulan Bersaing Keripik Pisang Tunas Kota Metro Berliana Ajeng Pratiwi; Fitriani; Durotun Nasikah
Jurnal Manajemen DIVERSIFIKASI Vol. 5 No. 2 (2025): Juni
Publisher : Universitas Muhammadiyah Metro

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24127/diversifikasi.v5i2.5813

Business in Indonesia is becoming more competitive as a direct result of the country's rapid economic growth. Companies here must improve their capabilities to compete in the global market. Micro and small industries contributed 47.37% to GDP and 93.8% to employment capacity in 2018, according to the Ministry of Cooperatives and SMEs. The food sector is the most common and widespread of the many businesses that may be run in Indonesia. Metro City is an important hub for banana chip production in Lampung Province. Banana-flavored chips are one of the products. Pak Bambang and his wife utilized existing assets by processing bananas with a new and interesting method to make traditional Lampung banana chips. Market orientation (X1), product innovation (X2), and competitive advantage (Y) are variables used in positivist research designs applied to certain populations or random samples. Research findings prove that Tunas Banana Chips in Metro City benefit from the company's market orientation, product innovation, orientation variables, and competitive advantage.

Analisis Kelayakan Finansial Usaha Gula Kelapa (Studi Kasus pada PO Sumber Agung, Desa Surya Mataram) Bambang Suhada; Fitriani; Erlita Pramisella
Jurnal Manajemen DIVERSIFIKASI Vol. 5 No. 4 (2025): Desember
Publisher : Universitas Muhammadiyah Metro

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24127/diversifikasi.v5i4.5867

A business certainly has the aim of continuing to develop and be able to compete with competitors and it is necessary to carry out a business/enterprise feasibility study with the aim of minimizing obstacles and risks that may arise in the future or in the future. Whether a business is viable or not will have a main goal, namely obtaining optimal profits. This research was conducted to determine whether PO Sumber Agung's coconut sugar business is financially viable to continue the business or not. This research used qualitative research using financial analysis such as NPV, IRR, Payback Period (PP), Net B/C Ratio, BEP with research instruments in the form of documentation and interviews. The sample in this research used 35 coconut sugar farmers. The results of the analysis show that the results of financial feasibility with 100% own capital are declared feasible with an NPV is positive (+) 54, 855, 574; This figure is > 0 which indicates the financial feasibility of the business, the IRR value is 37.9%, the Net B/C Ratio is 5.416 or > 1, the payback period is 8 months 25 days. where the NPV is positive, the Net B/C is greater than one and the IRR is greater, then from a financial perspective this business is worth pursuing.

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